function s1_ind = share_ind_ftn(v, ind, v0_mm, sigma_c1)

% consumers' value from purchasing each of the product in market mm
v_mm = v(:, ind==1);   % N_y x # of products in the market

% add value from not purchasing insurance (N_y x (N_e+1))
v_mm = [v_mm v0_mm];

% divide by EV shock scale
v_over_sigma = v_mm/sigma_c1;

% scale down and take exponential
v_max = max(v_over_sigma, [], 2);
v_max = repmat(v_max, 1, size(v_over_sigma,2));
v_over_sigma_s = v_over_sigma - v_max;
exp_v_s = exp(v_over_sigma_s);

% individual's insurance choice probability in the 1st period
s1_ind = exp_v_s./sum(exp_v_s,2);
